Buylines

© 2009, Jostens, Inc. Selling and marketing isn’t just for the yearbook business team Everyone on staff should spread the word about the yearbook’s features and how to order Teamwork is the key

© 2009, Jostens, Inc. Learn from the pros Like yearbook themes, professional ad campaigns have a consistent visual and verbal approach. Consider using your yearbook theme for your marketing campaign!

Professional campaign// Pepsi: “Refresh Everything”

Professional campaign// Snickers: “Snacklish”

Professional campaign// Chicago 2016: “Imagine”

Theme campaign// “YOU”

Share the book// Building spreads

Coming attractions © 2009, Jostens, Inc. When selling yearbooks, you’re asking students to buy something before they’ve seen it. That’s a tough sell. Offer sneak peaks of spreads and the cover whenever possible.

Campaign success © 2009, Jostens, Inc. Plan two-week windows for each seasonal campaign. Create messages that drive sense of urgency. Raise the price to the next level at the end of each campaign.

Campaign objectives © 2009, Jostens, Inc. Create excitement Promote the yearbook Sell the yearbook

Set your goals © 2009, Jostens, Inc. Book sales Recognition advertisements Business advertisements Yearbook accessories

© 2009, Jostens, Inc. Track your goals After setting your goals, post them prominently in the yearbook room Display book sales goals using the sales goal poster Enter goals into YBM Connect on Yearbook Avenue

Registration sales Registration is the perfect time to let people know about the yearbook. Planning for registration sales needs to happen right away. Include a yearbook sales flyer in every registration packet mailed home. © 2009, Jostens, Inc.

Plan key campaigns Fall Campaign: Early-bird special, features the lowest prices of the year. Early Winter Campaign: An opportunity to sell the yearbook as a holiday gift. Late Winter Campaign: This could be the last chance to order a book. Spring Campaign: A “last call” effort to sell any unsold copies. © 2009, Jostens, Inc.

Let’s get started Set your sales goals Employ your yearbook theme to market your product Plan your registration sale Plan and schedule sales campaigns for the entire school year

Questions?